A/ Assignment recap

Create a fashion communication campaign strategy 

• Brand overview (How the brand is perceived in consumer mind)

• The challenge(s) the brand is currently facing

• Target Market (existing or new)

• Marketing goals

• Brand strategy (New product or new collection details)

Suggested structure

I.Brand overview

II. Challenge(s)

III. Target Market

IV. Marketing goals

V. Brand strategy

B/ Key term definition

Marketing goals and communication objectives are related but distinct concepts within a company's marketing and communication strategies. Here's a breakdown of the key differences between the two:

• Focus:

• Marketing Goals: Marketing goals are broader and encompass the overall objectives a company aims to achieve through its marketing efforts. These goals often include aspects like revenue growth, market expansion, customer acquisition, and product development. Marketing goals address the "what" and "why" of a marketing strategy.

• Communication Objectives: Communication objectives, on the other hand, are more specific and focus on the desired outcomes of communication activities. They relate to how a company intends to convey its messages to the target audience and what specific actions or responses it expects from the audience. Communication objectives address the "how" of a marketing strategy.

• Scope:

• Marketing Goals: Marketing goals cover a wide range of aspects, including product/service offerings, pricing, distribution, branding, customer segmentation, and overall business growth. They consider the holistic view of the market and the company's position within it.

• Communication Objectives: Communication objectives are primarily concerned with the messaging and promotion aspect of marketing. They focus on how to effectively convey information, build brand awareness, influence customer perception, and encourage specific actions (e.g., purchase, sign-up, or engagement).

• Timeframe:

• Marketing Goals: Marketing goals are often set for longer timeframes and may be associated with annual, quarterly, or multi-year planning cycles. They reflect the company's strategic direction over a significant period.

• Communication Objectives: Communication objectives are typically more short-term 

• and campaign-specific. They are designed to achieve specific outcomes within a defined period, such as the duration of a marketing campaign or product launch.

• Examples:

• Marketing Goals: Examples of marketing goals include increasing market share by 10% over the next year, achieving a 15% growth in annual revenue, or expanding into three new geographic markets.

• Communication Objectives: Examples of communication objectives include raising brand awareness by 20% among the target audience within a three-month campaign, generating 1,000 new leads through a content marketing campaign, or increasing website traffic by 30% in the next quarter.

In summary, marketing goals are overarching objectives that guide a company's marketing strategy and align with its overall business objectives, while communication objectives are specific, tactical aims related to messaging and audience engagement within the context of a marketing campaign or initiative.

C/ Detailed guideline

I.Brand overview

Brand introduction

Briefly introduce the brand history (the founder, established year), what do they sell, what is their style and unique selling point, what story are they telling? (2-3 sentences, paraphrase what you had in assignment 1)

Evaluate how the brand is perceived in consumers’ perspective

Collate and analyze the data collected from surveys, focus groups, interviews, and online sources to identify patterns, trends, and common themes in consumer responses.

Analyze online reviews, comments, and conversations related to the brand on social media platforms

Example (Chanel)

Chanel, the iconic French fashion and luxury brand founded by Gabrielle "Coco" Chanel, occupies a unique and revered position in the minds of consumers worldwide. Its perception is characterized by several key attributes that have been carefully cultivated over the years:

• Timeless Elegance: Chanel is synonymous with timeless elegance and sophistication. Consumers perceive the brand as a symbol of enduring style and refinement. The brand's iconic designs, such as the little black dress and the quilted handbag, have become synonymous with understated luxury.

• Luxury and Prestige: Chanel is perceived as a symbol of luxury and prestige. The brand's use of high-quality materials, impeccable craftsmanship, and attention to detail contribute to this perception. Chanel's double-C logo is instantly recognizable and signifies exclusivity.

• Innovation and Creativity: While Chanel maintains its classic and timeless appeal, it is also seen as a pioneer in fashion and design. Consumers appreciate Chanel's ability to blend tradition with innovation, creating pieces that are both classic and forward-thinking.

• Feminine Empowerment: Chanel's founder, Coco Chanel, was a trailblazer who challenged gender norms in fashion. Her legacy continues to inspire consumers, and the brand is associated with female empowerment and independence.